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BizReport : Ecommerce archives : May 16, 2012

Despite recession UK luxury shoppers to spend more in 2012

Higher levels of confidence making purchases online along with increasing levels of good service are driving consumers in the UK to continue spending on premium and luxury goods, despite the country's slide back into recession.

by Helen Leggatt

leapfrogg logo.jpgA survey by digital marketing agency Leapfrogg reveals that, despite the media's focus on financial doom and gloom, retailers in the premium and luxury sector shouldn't be too disheartened.

Almost two-thirds (61%) of premium shoppers in the UK surveyed said they will not be reducing their online spending in 2012. In fact, 30% claimed they will spend more this year than last thanks to a rise in levels of good service and increased confidence shopping online.

"We also uncovered some surprising details about who the 'premium retail customer' actually is," writes Lucy Freeborn, head of social media and content, on the Leapfrogg blog. "The average household salary of our premium shopper respondents was just £23K per annum - really exploding the myth of who the premium retailer customer is and inspiring us to dig deeper into this in our next quarter's research."

Leapfrogg's survey also provides insight into how premium and luxury shoppers use the Internet when considering or making a purchase:

- 20% use online search for product inspiration and research;

- Over a third use the Internet for price checking and comparison;

- 14% search online for vouchers and promotions;

- 39% said lower prices encourage them to spend more;

- The proven quality of a product and great service would also drive an increase in spend during 2012.

Tags: consumer insight, customer service, ecommerce, luxury, online retail, premium shopper, recession, UK

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